Lily of the Valley Hotel 5*

What Lily of the Valley Hotel 5* does

Lily of the Valley is a privately-held 5-star luxury hotel and wellness resort operated by VAROTEL SAS, located on the Saint-Tropez Peninsula in La Croix-Valmer, France, overlooking Plage de Gigaro within the protected Cap Lardier estate. Founded in 2019 by co-founders Alain and Lucie Weill, the 157-employee property combines luxury hospitality with a 2,000 m² integrated wellness facility called the Shape Club, offering four structured programs (Weight Loss, Detox, Sport, Better Aging) developed with nutritionist Jacques Fricker, plus cryotherapy, bioimpedance analysis, Kinvent fitness assessment, a Nordic circuit, a semi-Olympic pool, and seven massage cabins. The property spans multiple room and suite categories (35-105 m²), eight pool suites, and five private villas including the 250 m² Villa W, alongside three restaurants (Vista, Brigantine, Pépé), a Beach Club, and a Sailing Club.

The company monetizes through a diversified revenue mix: accommodation, full/half-board packages, multi-day wellness programs (4-14 days), individual spa treatments and Day Passes (€390 solo, €700 duo), Shape Club memberships (€1,500-€6,000 across 1-12 month tiers), private villa rentals, beach loungers, water sports, gift boxes, and an e-shop. Pricing varies seasonally with peak rates June-August and deposit requirements. Distribution combines direct booking through a multi-language website with luxury consortia memberships (Leading Hotels of the World, American Express Fine Hotels & Resorts, Virtuoso, Traveller Made) and Michelin Guide listing. Marketing leverages social media, newsletters, press, masterclasses, and gift voucher platforms.

The company is expanding with a Courchevel 2000 hotel (30 suites) designed by Philippe Starck and a Courchevel 1850 chalet by Charles Zana, both scheduled to open December 2027, extending the brand to the French Alps. Recognition includes World Luxury Spa Awards (Best Luxury Spa Retreat, Best Luxury Wellness Retreat, France's Best Wellness Retreat), the Esprit Parc National sustainability label, and the Entreprise du Patrimoine Vivant craftsmanship label. Revenue is not publicly disclosed and the company has no disclosed external funding.

Name

Lily of the Valley Hotel 5*

Legal name

VAROTEL

Website

https://lilyofthevalley.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Lily of the Valley is a privately-held 5-star luxury wellness hotel on the Saint-Tropez Peninsula, operating the 2,000 m² Shape Club to deliver structured Weight Loss, Detox, Sport, and Better Aging programs to affluent global travelers. Founded in 2019 by VAROTEL SAS, it is expanding to Courchevel in 2027.

Ownership category

akta.pro rank

Product category

Luxury Wellness Hotel

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Accommodation (721)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Luxury Wellness & Spa Resorts (THAGACAG)

Keywords

• Luxury wellness resort
• Wellness hospitality services
• Weight loss programs
• Luxury hotel accommodation
• Spa and fitness

Headquarters

HQ city

LA CROIX VALMER, Var

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Accommodation: Revenue from room rentals across five room categories (Classic, Superior, Deluxe, Deluxe Sea View, Garden Deluxe Sea View) ranging 35-40 sqm, three suite types (Classic, Shape Club, Deluxe Sea View, Lily), pool suites (Loft, Gigaro, Villa), and the Villa W. Pricing varies by season with peak rates in June-August and advance booking requirements.
2. Dining: Three restaurants generate food and beverage revenue: Vista (Mediterranean/Provençal fine dining with Chef Vincent Maillard), Brigantine (Italian cuisine beachfront), and Pépé (casual beach dining). Full board and half board packages available. Room service operates 24/7.
3. Wellness Programs: Structured wellness programs (Weight Loss, Detox, Sport, Better Aging) available in 4, 7, 10, or 14-day durations. Programs include full-board accommodation, daily treatments (90 minutes), daily coaching sessions (1 hour), dietary consultations, and personalized health plans.
4. Spa Treatments: Individual treatments at the Shape Club, including massages, body sculpting, detox protocols, and technology-based therapies (Indiba, cryotherapy, lymphatic drainage). Day packages available: Solo €390, Duo €700.
5. Membership Program: Shape Club memberships sold in 1, 3, 6, and 12-month tiers providing access to fitness facilities, Nordic circuit, pool, scheduled excursions, cryotherapy sessions, nutritional assessments, and concierge services. Priced from €1,500 (1 month) to €6,000 (12 months).
6. Beach Club: Private beach area with sun lounger rentals (€39-150 depending on category), access to Brigantine and Pépé restaurants, and water sports. The Sailing Club offers paddleboarding (€20-80/hour), canoeing (€40-90), and windsurfing (€25-50/hour).
7. Private Villas: Exclusive villa rentals including Villa W (250 sqm, sea views, private pool, accommodates 6), Pool Suite Villa (210 sqm, beach proximity), Villa Les Pins, Villa Les Oliviers, and Chalet Courchevel (opening 2027). Full hotel services with dedicated butler and private chef available.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Lily of the Valley is a 5-star luxury wellness hotel located on the Saint-Tropez Peninsula that integrates high-end accommodation, Michelin-recognized restaurants, and a 2,000 m² Shape Club wellness facility. It offers four structured multi-day wellness programs (Weight Loss, Detox, Sport, Better Aging) developed in conjunction with nutritionist Jacques Fricker, alongside spa treatments, fitness classes, and a private beach club. The property combines traditional luxury hospitality with medically-informed wellness programming targeting affluent leisure travelers.

Product overview

Lily of the Valley is a 5-star luxury wellness hotel on the Saint-Tropez peninsula, operating as a unified hospitality service with interconnected accommodation and wellness offerings. The core product portfolio comprises: luxury hotel rooms and suites (Classic, Superior, Deluxe categories ranging 35-105 m²), premium Pool Suites and private villas (Villa W at 250 m² and Pool Suite Villa at 210 m²), and the Shape Club wellness facility (2,000 m²) offering four structured programs (Weight Loss, Detox, Sport, Better Aging) developed with nutritionist Jacques Fricker. Dining is provided through three restaurants (Vista Mediterranean, Brigantine Italian, Pépé beach casual). Additional services include a Sailing Club (water sports), Beach Club, Masterclasses workshops, and Shape Club Membership program. The hotel is expanding with a Chalet in Courchevel 1850 (opening December 2027, designed by Philippe Starck). Sustainability practices emphasize reducing single-use plastic, composting, and locally sourced food. The property is a member of Leading Hotels of the World.

Differentiator

Problem solved

Functional benefit

Brands

• Shape Club: The wellness and spa center of the hotel, featuring treatments, fitness programs, and wellness protocols focused on weight loss, detox, sport, and better aging
• Vista
• Brigantine
• Pépé
• Club Nautique
• Villa W
• Pool Suite Villa
• Lily of the Valley Courchevel

Products and services

• Hotel Bedrooms Five categories of 5-star hotel bedrooms (Classic, Superior, Deluxe, Deluxe Sea View, Garden Deluxe Sea View) available for overnight stays, targeting leisure travelers seeking luxury accommodation on the Saint-Tropez Peninsula.
• Suites Four suite categories (Classic Suite, Shape Club Suite, Deluxe Sea Suite, Lily Suite) offering expanded 5-star accommodation with enhanced amenities for luxury leisure travelers.
• Pool Suites Three Pool Suite categories (Loft, Gigaro, Villa) offering private pool-equipped luxury accommodation for high-end leisure travelers.
• Villa W Standalone Villa W accommodation offering within the property, providing a private villa experience for luxury leisure travelers.
• Pool Suite Villa Pool Suite Villa accommodation for luxury leisure travelers seeking private villa-style stays with pool access.
• Shape Club Wellness Facility 2,000 m² wellness facility housing fitness equipment, treatment rooms, cryotherapy, Nordic Circuit, and assessment technologies such as bioimpedance and Kinvent, available to hotel guests and Shape Club members.
• Wellness Programs Four structured multi-day wellness programs (Weight Loss, Detox, Sport, Better Aging) co-developed with nutritionist Jacques Fricker, combining nutrition, sport, and treatments for affluent wellness travelers.
• Restaurants (Vista, Brigantine, Pépé) Three on-site restaurants (Vista, Brigantine, Pépé) led by Chef Vincent Maillard, serving wellness-oriented cuisine inspired by the Mediterranean, available to hotel guests and outside diners.
• Beach Club (La Plage) Private beach club (La Plage) offering sun loungers, beach service, and waterfront amenities to hotel guests and outside visitors.
• Sailing Club On-site sailing club offering water-based leisure activities and access to the Mediterranean coastline for hotel guests and outside visitors.
• Shape Club Membership Annual membership subscription granting recurring access to the Shape Club wellness facility, fitness classes, and treatments for local and regional residents.
• E-Shop (Gift Boxes, Vouchers, Branded Merchandise) Online shop selling gift boxes, gift vouchers, and branded merchandise, allowing customers to purchase Lily of the Valley products and gift experiences directly.

Quantifiable outcome

• Rapid initial weight loss through Phase 1 'Grande Vitesse' protocol combining high-protein, low-calorie diet with fitness coaching and daily treatments
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core, minor and flagship.

• Leading Hotels of the WorldcoreStrategic or Co-development PartnerPremier consortium of independent luxury hotels providing global distribution, quality certification, marketing support, and loyalty program integration. The membership signifies quality standards and provides access to affluent travelers booking through the LHW platform.
• American Express Fine Hotels & ResortscoreChannel Partner/ Reseller/ DistributorProgram enabling American Express cardmembers to book luxury properties with exclusive benefits including room upgrades, late checkout, and F&B credits. Direct booking integration through Amex travel portal.
• Virtuoso TravelcoreChannel Partner/ Reseller/ DistributorNetwork of luxury travel advisors providing bookings and VIP amenities. Connects property with high-net-worth travelers through certified luxury travel specialists.
• Traveller MadecoreChannel Partner/ Reseller/ DistributorLuxury travel network vetting preferred partners and connecting discerning travelers with exclusive properties worldwide.
• Michelin GuideminorChannel Partner/ Reseller/ DistributorProperty listed in Michelin Guide hotels section, reaching food and travel enthusiasts who reference the guide for dining and accommodation recommendations.
• Jacques FrickercoreStrategic or Co-development PartnerParis-based nutritionist who collaborated to develop the Lily of the Valley method and TGV weight loss program. After 10 years of research, Dr. Fricker developed the proprietary non-restrictive nutritional approach that avoids food deprivation while ensuring lasting results.
• Vincent MaillardcoreStrategic or Co-development PartnerExecutive Chef and Director of F&B since hotel opening. Trained under Alain Ducasse and Guy Savoy, Chef Maillard creates Mediterranean cuisine with Provençal accents. Developed the hotel's healthy gastronomy approach aligned with wellness philosophy.
• Philippe StarckflagshipStrategic or Co-development PartnerWorld-renowned designer contracted to design the upcoming Courchevel property opening December 2027. Starck's creative vision will shape 30 suites with terraces overlooking Mont Blanc.
• Cyril DestrademinorOthersPhotographer credited for property imagery and visual content across the website and marketing materials.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• SHA Wellness Clinic: Spanish luxury medical-wellness resort near Alicante offering integrated wellness programs, healthy gastronomy, and longevity treatments. Closest large-scale international comparable to Lily of the Valley's methodology-driven, multi-day wellness concept.
• Clinique La Prairie: Swiss luxury longevity and preventative-health clinic with a hotel-grade resort component. Direct peer in the high-end wellness-stay category with comparable program structure and affluent HNW customer base.
• Lanserhof: Austrian-led European leader in medical wellness resorts (Lans, Tegernsee, Sylt, Hamburg). Direct peer - comparable multi-day detox, weight management and longevity programs delivered in a luxury hotel/resort environment with proprietary medical methodology.
• Buchinger Wilhelmi: Buchinger Wilhelmi operates flagship luxury medical-wellness clinics in Germany and Spain offering multi-day fasting, therapeutic, and integrative health programs. Highly comparable to Lily of the Valley's structured weight loss, detox, and better aging wellness programs in a luxury setting.
• Longevity Health & Wellness Medical Center: Portuguese luxury medical wellness resort focused on detox, weight loss, anti-aging, and lifestyle programs. Overlaps with Lily of the Valley on the Weight Loss, Detox and Better Aging program pillars.

Broad incumbents

• Airelles Collection: Collection of ultra-luxury French hotels (Airelles Courchevel, Château de la Messardière in Saint-Tropez, etc.) under Machefert Group. Broad incumbent targeting the same HNW customer base across both Lily of the Valley's current and future geographies.
• Hotel du Cap-Eden-Roc (Oetker Collection): Iconic French Riviera ultra-luxury hotel in Antibes. Comparable 5-star luxury positioning and affluent clientele on the Côte d'Azur; broader luxury incumbent without integrated wellness IP.
• Cheval Blanc St-Tropez / LVMH Hospitality: LVMH-owned ultra-luxury hotel brand with a Saint-Tropez property. Comparable French Riviera luxury hospitality competitor, although without the structured wellness methodology that anchors Lily of the Valley.

Regional players

• Château de la Messardière (Airelles): Saint-Tropez-based luxury palace in the Airelles collection. Direct same-market French Riviera competitor for affluent leisure travelers, although less focused on integrated wellness programming.
• Le K2 Palace: Ultra-luxury 5-star hotel in Courchevel offering a similar alpine luxury positioning that Lily of the Valley will enter with its 2027 Courchevel property. Comparable for the future Alpine expansion rather than the current Saint-Tropez operation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/lily-of-the-valley-hotel
• Instagraminstagram.com/lilyofthevalleyhotel/?hl=fr

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lily of the Valley Hotel 5*